Traveler
& Influences
2020-2021
Sentiment
Travel advertising
platformWe connect advertisers with
hundreds of millions of
travel shoppers globally on
Expedia Group brands.
Exclusive dataOnly we can offer insights
from our 300 petabytes of
Expedia Group owned
real-time global travel intent
and demand data from
our leading branded sites
around the world.
Travel Searches by Super Region | WoW Search Percent Change 2020-2021
We are tracking and sharing week over
week percent changes in travel searches
on our Expedia Group brands around the
world to understand the impact of the
pandemic on travel at a regional level.
We all experienced a significant decline in
travel early in 2020. Over the last year we
have seen data and travel patterns fluctuate
week by week. We saw searches increase in
May and peak in early June before declining
and then rising again towards the end of the
year.
As vaccine programs were rolled out globally
in the first quarter of 2021, we have seen
strong week-on-week growth across all super
regions.
Source: Expedia Group data, Q2 2020 – Q1 2021
NORAM APAC EMEA LATAM
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarMar
0-21 days 22-30 days 31-60 days 61-90 days
Travelers are
mostly searching
0-21 day windowWhat has remained consistent since May
2020 is that—aggregated globally—the 0-21
days out search window is the most
dominant.
The share of the 31-60 day search window
inched up in October and into
November as travel shoppers looked to
reunite with their families and loved ones,
and to get away during the holidays.
The start of 2021 saw a further sharp rise of
the 0-21 day search window. This has
gradually declined throughout the quarter
as longer-term search windows account for
an increasingly large share of searches.
Source: Expedia Group data, Q2 2020 – Q1 2021
Weekly Search Windows | Percent Share 2020-2021
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarMar
Domestic travel
searches lead
international onesGlobally, domestic travel searches have
largely led international searches since
April 2020.
The impact of positive, early vaccine
news had a pronounced impact in
November, with international travel being
the main beneficiary.
Since the start of Q1 2021 we have seen
this strong search growth continue, with
domestic searches slightly outstripping
international for most of the quarter.
Source: Expedia Group data, Q2 2020 – Q1 2021
Domestic & International Searches | WoW Search Percent Change 2020-2021
Domestic International
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Source: Expedia Group data, Q1 2021
Domestic & International Searches By Country| Percent Share Week of 21 March 2021
Travel searches vary around the worldWe looked at the percentage share of
domestic and international travel
searches across six countries in mid-March
as an example of how widely these can
vary.
For instance, more than 95% of all the
searches that took place for the United
States were domestic. In other words, few
people across the world were looking to
travel into the U.S. in mid-March.
However, looking at Mexico and Italy,
searches from travelers outside those
countries—that is, international searches—
dominated in mid-March.
0%
25%
50%
75%
100%
United States Mexico France Italy Japan South Korea
Domestic International
Source: Expedia Sites Worldwide, Why Visiting Intercept Study 2020-21
Visitors are
dreamingOur user research team conducts intercept
studies on Expedia.com sites around the
world to understand the purpose of their visit,
and the stage of the purchase journey they
are in when visiting the site.
In the early days of the pandemic,
many people came to change or cancel
travel, which has declined steadily.
Even more prevalent—even in those early
days—is that travel shoppers are largely
visiting our Expedia.com sites to dream
about their next trip. That took a dip in July
when shopping almost caught up.
Travelers continue to come to our sites
largely to dream, with shopping close
behind.
0%
20%
40%
60%
Ap
r-2
0
Ma
y-2
0
Ju
n-2
0
Ju
l-2
0
Au
g-2
0
Se
p-2
0
Oc
t-2
0
No
v-2
0
De
c-2
0
Ja
n-2
1
Fe
b-2
1
Ma
r-2
1
Cancel/Change Check Status Dream Shop
Reasons for Visiting Expedia.com Sites Worldwide | Percent Share 2020-2021
Custom industry researchWe bolster our own data on
traveler intent and demand
with custom industry research
on the why and how behind
traveler influences,
motivations, and decisions.
Understanding TravelerSentiment &Influences
2020-2021
The study looked at leisure, business, and bleisure travel,
which is extending a business trip for leisure.
The respondents represent a variety of generations and
demographics for a broad and inclusive understanding of
what travelers consider when making destination,
transportation, and/or accommodation related trip
decisions.
The generations include:
• Silent Generation (Born prior to 1946)
• Baby Boomers (1946-1964)
• Generation X (1965-1979)
• Millennials (1980-1994)
• Generation Z (1995-2001)
Study Overview
Expedia Group Media Solutions conducted a study with Northstar Research Partners to
understand how the pandemic has impacted the hearts and minds of travelers around the world
in 2020 and looking ahead to 2021.
The study used an amalgamated group of best-in-class
panels in October 2020 with 11,000 travelers across 11
countries, including:
Global
United States (US)
Canada (CA)
Brazil (BR)
Mexico (MX)
Germany (DE)
United Kingdom (UK)
France (FR)
Italy (IT)
China (CN)
Japan (JP)
Australia (AU)
NO
RA
MLA
TAM
EM
EA
AP
AC
Pandemic fatigue is setting
in and there is pent-up
demand – people seek
travel to rejuvenate and
recharge
Travelers want to minimize
risk to their health and
protect against financial
setbacks
Brands can reassure travelers
with messaging and imagery
on pandemic protocols,
flexibility, and financial
security
Executive Summary
Rejuvenate
& Recharge
Hygiene
& Flexibility
Reassuring
Content
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
B2: Did you have travel planned but had to cancel due to COVID-19?
6 in 10travelers globally had a planned trip
cancelled due to COVID-19
Travel Impact | Looking Back
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
B2: Did you have travel planned but had to cancel due to COVID-19?
Younger travelers and Brazilian, Chinese, and Mexican travelers were more impacted by cancelled trips due to COVID-19
0% 25% 50% 75% 100%
Gen Z73%
Millennials73%
Gen X64%
Boomers58%
Silent Gen54%
Percent of Travelers by Country Percent of Travelers by Generation
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
B5: What was the reason for your leisure trip(s) during the pandemic?
Rejuvenation drove leisure trips during the pandemic
0%
25%
50%
75%
100%
Rejuvenation• Change of scenery or weather• An event• To see family or friends
Logistical• Planned leisure trip with no option for refund• Had vacation days to use
Advantageous• To work/study from new location• To take advantage of low tourism volumes• To take advantage of deals and savings
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
B5: What was the reason for your leisure trip(s) during the pandemic?
Millennials took more leisure trips than other generations during
the pandemic and were
most driven by a change of
scenery. Meanwhile, the
Silent Generation traveled to
see family and friends far
more than the other
generations.
Gen Z38%
Millennials42%
Gen X30%
Boomers26%
Silent Gen23%
Rejuvenation Logistical Advantageous
41%37%76%
47%43%78%
36%37%81%
27%25%82%
19%9%82%
29%
37%
30%
42
%32
%29
%
42
%34
%26
%
32
%
48
%
19
%
Type of Leisure Trip
Reason for Leisure Trip
Change of
Scenery
See Family
& Friends
Change of
Weather
36
%33
%31
%
Took a Leisure Trip
1 in 2travelers feel optimistic about
taking a trip in the next 12 months.
The other half need reassurance.
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
B1. Thinking about traveling in the next 12 months, generally how do you feel?
Travel Intent | Looking Ahead
Brazilian, Chinese, and Mexican travelers feel more
positive about traveling in the next 12 months
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
B1. Thinking about traveling in the next 12 months, generally how do you feel?
0%
25%
50%
75%
100%
Uncertain Positive
Canadian, Japanese, Italian, German, and British travelers are more uncertain
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
B1. Thinking about traveling in the next 12 months, generally how do you feel?
Younger generations have a more positive outlookabout traveling in the next
12 months. Uncertainty
increases with age.
Gen Z Millennials
Gen X Boomers Silent Gen
Uncertain Positive
Uncertain 35%
Positive 65%Uncertain 43%
Positive 58%
Uncertain 53%Positive 47%
Uncertain 63%Positive 37%
Uncertain 64%Positive 36%
0%
25%
50%
75%
Q4 2020 Q1 2021 Q2 2021 Q3 2021
Global NORAM LATAM EMEA APAC
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
C1. How many trips are you likely to go on in the next 12 months?
Travelers are more likely to take trips from April to September 2021When looking by region, there are
interesting variances.
For instance, Latin American and Asia
Pacific travelers show a higher likelihood
of traveling sooner.
North American and European, Middle
Eastern and African traveler intent
increases heading into Q3 2021.
Brazilian, Chinese, and Mexican travelers show higher likelihood
to travel sooner, starting in Q1
37%
20%
42% 40%
22% 22%32%
25%
47%
32% 35% 35%
22%
52% 46%
22% 25% 29%24%
48%
33%41%
50%
33%
47%55%
41%52%
43% 44%50%
39%47%
58% 59%65% 65%
57%64% 62%
76%
60%49%
56%
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
C1. How many trips are you likely to go on in the next 12 months?
Q4 2020 Q1 2021
Q2 2021 Q3 2021
Younger generations are leading future leisure and business travel
Millennials and Gen Z estimate traveling
more than other generations, exceeding
the global total. While their leisure travel is
on par with each other, Millennials will
likely drive future business travel more.
0%
25%
50%
75%
Q4 2020 Q1 2021 Q2 2021 Q3 2021
Estimated Future Trips | Leisure
0%
25%
50%
75%
Q4 2020 Q1 2021 Q2 2021 Q3 2021
Global Gen Z Millennials Gen X Boomer Silent Generation
Estimated Future Trips | Business
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
C1. How many trips are you likely to go on in the next 12 months?
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
D6-D6c. How safe would you feel if you had to travel October-December 2020/January-March 2021/April-June 2021/July-September 2021, to a neighboring
country, using the following modes of transportation.
Car travel, including renting a car, feels safer than other modes of transportation
All modes of transportation feel
safer when traveling domestically
than when traveling abroad.
0%
50%
100%
Q4 2020 Q1 2021 Q2 2021 Q3 2021
Safety in Transportation Decisions | Domestic
Personal Vehicle
Renting a Car
Train Bus
Plane
0%
50%
100%
Q4 2020 Q1 2021 Q2 2021 Q3 2021
Safety in Transportation Decisions | International
Personal Vehicle
Renting a Car
Plane
Train Bus
7 in 10will feel more confident traveling in the next
12 months with flexibility – such as travel
insurance and trip protection, full
cancellations, and refunds on
transportation and accommodations.
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
C4. How comfortable are you to travel for leisure in the next 12 months if… (T2B very comfortable/extremely comfortable)
Confidence in Traveling | Looking Ahead
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
C4. How comfortable are you to travel for leisure in the next 12 months if…
Travelers are more
comfortable traveling for
leisure in the next 12 months
with the following:• Travel insurance or trip
protection
• No concerns about health care
expenses or coverage
• Access to full cancellation and
refunds on transportation
• Access to full cancellation and
refunds on accommodations
0% 25% 50% 75% 100%
Flexibility is especially important to younger generations and to Latin American
and Chinese travelers
Percent of Travelers by Country Percent of Travelers by Generation
Gen Z83%
Millennials78%
Gen X67%
Boomers63%
Silent Gen62%
0%
25%
50%
75%
You are traveling with safety supplies such as mask, disinfectants, and sanitizers
Your accommodations are strictly following WHO guidelines on cleaning and hygiene
C4. How comfortable are you to travel for leisure in the next 12 months if… (Net hygiene)
Health closely follows flexibility in importance; travelers are reassured by accommodations following guidelines on cleaning and hygiene
Percent by Country
Gen Z Millennials Gen X Boomers Silent Gen
62%59%
56%55%
46%40%
39%35%
37%30%
Percent by Generation
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
C4. How comfortable are you to travel for leisure in the next 12 months if…
The most important factors that can influence confidence in travel over the next year varies by country
65%59%
78%88%
71%65% 68% 71%
83%
61%
73%
Flexibility
57%47%
70%80%
50% 52% 53% 54%
79%
43%
63%
Health & Safety Measures
44%33%
50% 52%
38% 41% 39%31%
65%
26%
54%
Busy Destination
58%49%
70%80%
59%53% 56% 57%
76%
41%
62%
Quiet Destination
Travel insurance or trip protection, don’t have to worry about health care expenses/ coverage, full
cancellation & refunds on transportation and/or accommodations
Traveling with safety supplies such as mask, disinfectants and sanitizers; accommodations are strictly
following WHO guidelines on cleaning & hygiene
Traveling to a destination with lots of tourist activity, traveling to a destination where local establishments
are open & there will be things to do
Traveling to a destination where local establishments are following safety protocols & guidelines, the
destination is less populated
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
C4. How comfortable are you to travel for leisure in the next 12 months if…
Younger generations are more influenced by each of the major factors in deciding to travel in the next year
83%78%
67% 63% 62%75%
68%
54%47% 45%
55% 51%41%
31% 28%
74% 69%
56%49% 45%
Gen Z Millennial Gen X Boomer Silent Gen
Flexibility Health & Safety Measures
Busy Destination Quiet Destination
Travel insurance or trip protection, don’t have to worry about health care expenses/ coverage, full
cancellation & refunds on transportation and/or accommodations
Traveling with safety supplies such as mask, disinfectants and sanitizers; accommodations are strictly
following WHO guidelines on cleaning & hygiene
Traveling to a destination with lots of tourist activity, traveling to a destination where local establishments
are open & there will be things to do
Traveling to a destination where local establishments are following safety protocols & guidelines, the
destination is less populated
Gen Z Millennial Gen X Boomer Silent Gen
86%of travelers expect to make transportation
decisions for future travel based on
implemented pandemic measures, including:
• Cleaning and disinfecting
• Using masks
• Contactless check in
• Physical distancing
• Reduced capacity
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
D3. Which of the following play a role in the decision on how you will get to your destination for upcoming and/or future leisure travel?
Transportation Considerations | Looking Ahead
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
D3. Which of the following play a role in the decision on how you will get to your destination for upcoming and/or future leisure travel?
Mask enforcement is a leading factor for travelers globally deciding on transportation for future travel
Flexibility and financial considerations
closely follow in importance along with
cleanliness, hygiene, and distancing
measures.
0% 10% 20% 30% 40% 50% 60%
The use of masks is enforced
The cost is within my budget
Easy refunds/cancellation policy
Cleaned and disinfected after every human contact
Guaranteed space between travelers
Reduced capacity
Trip protection coverage
Fewest points of contact
Deal or discount
Middle seat is blocked
Contactless check in is available
Guarantee no cancellations
Status perks
Transportation Considerations | Global
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
D3. Which of the following play a role in the decision on how you will get to your destination for upcoming and/or future leisure travel?
50%
47%45% 44%
39%
54%52%
48%
40%
36%
59%
49%
42%
56%
43%
48%
45% 46%
43%
37%
43% 43% 43%41%
39%
Mask enforcement Cost within budget Refunds/cancellation
policy
Cleaning protocols Physical distancing
TOTAL NORAM LATAM Europe APAC
For the top five transportation considerations in future travel, regional importance variesHealth and hygiene matters
most to Latin American
travelers.
Cost and flexibility ranks higher
for North American travelers.
Transportation Considerations | Regional
0%
25%
50%
75%
Car Train/Bus Airplane Cruise
Pre-Pandemic During Pandemic Post-Pandemic
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
D1. What modes of transportation you may have used for leisure travel…
Car travel remains popular, with other modes returning post-pandemic
During the pandemic, car travel
continues to be nearly as popular as pre-
pandemic.
Post-pandemic transportation via train,
bus, and air will bounce back, indicating
travelers expect to regain confidence.
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
D1. What modes of transportation you may have used for leisure travel…
0%
25%
50%
75%
Pre-Pandemic During Pandemic Post-Pandemic
Car travel gained popularity during the pandemic in
Mexico, Italy, and China
D1. Traveling by car remains popular for leisure travel
7 in 10travelers are willing to drive up
to 6 hours for a leisure trip during
COVID-19
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
D1. What modes of transportation you may have used for leisure travel…
0%
25%
50%
75%
Pre-Pandemic During Pandemic Post-Pandemic
Travelers in many countries expect to return to air
travel at nearly the same level as pre-pandemic
0% 25% 50% 75%
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
D7. Thinking about air travel, how concerned or comfortable would you be with traveling in the next 12
months, based on the following situations?
Globally, travelers
would be more
comfortable booking
air travel if they had
more room and empty
space around their
seat
The use of masks is enforced
Air Travel Considerations | Global
You are seated all alone in a row
In first/business class
In a window seat with an empty seat next to you
In an aisle seat with an empty seat next to you
You are traveling with family members
You are traveling with friends
You are traveling for leisure
You are traveling alone
Seated next to the washrooms
You are travelling for business
Do not have an assigned seat
In economy class
On a full flight
D7. Thinking about air travel, how concerned or comfortable would you be with traveling in the next 12 months, based on the following situations?
6 in 10 travelerswould be most comfortable with
air travel if social distancing
measures are in place
Seated alone in a
row
Seated in window seat with an
empty adjacent seat
Seated in first/business
classSeated in aisle seat with an
empty adjacent seat
68% 65%
65% 60%
8 in 10travelers expect to make accommodation
decisions based on implemented
pandemic measures, including:
• COVID-19 hygiene protocols
• Strict use & enforcement of masks
• Reduced capacity
• Contactless check in, room service, and takeout
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
E3. Which of the following will play a role in the decision making of where you stay on your next leisure trip?
Accommodation Considerations | Looking Ahead
0%
25%
50%
75%
Hotel/Resort Vacation Rental Friends/Family House Cruise
Pre-Pandemic During Pandemic Post-Pandemic
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
E1. What types of accommodations you may have used for leisure travel…
Travelers are looking to return to trusted
accommodations post-pandemic
0%
25%
50%
75%
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
E1. What types of accommodations you may have used for leisure travel…
In many countries, hotels and resorts could bounce back to nearly pre-pandemic levels
Pre-Pandemic During Pandemic Post-Pandemic
Accommodation Usage | Hotels & Resorts
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
E1. What types of accommodations you may have used for leisure travel…
Travelers in most countries expect to continue choosing vacation rentals post-pandemic
0%
25%
50%
75%
Pre-Pandemic During Pandemic Post-Pandemic
Accommodation Usage | Vacation Rentals
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
E1. What types of accommodations you may have used for leisure travel…
Younger generations could be at the forefront of driving
accommodation demand back to pre-pandemic levelsPost-pandemic vacation rentals will
bounce back with similar volumes
as before COVID-19.
61%65% 67% 69%
64%
45% 47%
33%
24%19%
51%57%
54%48% 49%
Pre-Pandemic During Pandemic Post Pandemic
Gen Z Millennial Gen X Boomer Silent Gen
Hotel & Resorts | Leisure Travel
33%37%
34%31%
23%26% 28%
18%12%
7%
28%33%
29%
21%18%
Vacation Rentals | Leisure Travel
Gen Z Millennial Gen X Boomer Silent Gen
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
E3. Which of the following will play a role in the decision making of where you stay on your next leisure trip?
Proper hygiene protocols will likely inform future accommodation decisions
0% 10% 20% 30% 40% 50% 60%
Accommodation Considerations | Global
Proper pandemic hygiene protocols
Easy refunds/cancellation policy
Reduced capacity
Contactless room
service and takeout
Contactless check in
Mask use and enforcement
Followed closely by flexibility and
financial considerations
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
E5. What is important for an accommodation to do to help your decision?
Accommodation providers can reassure travelers with specific information on current pandemic measures taken
0% 50% 100%
Accommodation Considerations | Global
Tells me what they have disinfected with a checklist
Provides regular deep-cleaning and disinfection
Will provide me with all the amenities and items
Has reduced-capacity
Has positive overall reviews online
Has special deals, discounts and savings
Has budget friendly prices
Tells me they have disinfected thoroughly
Will not enter my space until after I leave/check-out
Keeps up to date with COVID-19 protocols
Has recent positive reviews online during pandemic
Has food/beverage offerings that are contactless
Has wide variety of food/beverage options
Pre-empt concerns by implementing
pandemic protocols and
communicating those clearly.
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
E5. What is important for an accommodation to do to help your decision?
Implementing and communicating health and safety measures are a must for accommodation providers
92%89%
92%96% 95% 93% 91%
94%97%
93%
83%
92%
Cleaning Measures
Amenities & Accessibility
96% 94% 95% 97% 97% 95% 95% 97% 98% 96%91%
96%
Health & Safety Measures
88%83% 87%
92% 92% 94%
81%90%
95%85%
79%89%
FinancesTells me what they have disinfected with a checklist + Provides regular deep-cleaning and
disinfection while I am there + Tells me they have disinfected thoroughly
Will provide me with all the amenities and items (linens, towels, etc.) + Has lots of great activities my family could
participate in, on-site + Has an on-site bar or restaurant that is open + Is at/nearing capacity and lively + Has no
contact restrictions
Has reduced-capacity + Has contactless check-in and services + Will not enter my space until after I
leave/check-out + Requests that I bring all amenities and items (linens, towels, etc.)
Has special deals, discounts and savings + Has budget friendly prices + Has nominal cleaning
surcharges, added to the final bill
93% 93% 94% 97% 96% 95% 93% 95% 98%93%
79%
95%
1/3of travelers want to see destination
messaging around social distancing
measures or protocols and
cleanliness standards
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
F4. When deciding on a destination for your leisure travel, what would you like to hear from a brand? Which messages
and things would be appealing?
Messaging & Resources | Looking Ahead
Messaging on health, safety, and hygiene will play a bigger role in future
destination decisions
0%
25%
50%
75%
Pre-Pandemic Looking Ahead
Weather Proximity & travel time
Costs Nearby attractions/
site
Health statistics for the region
Health regulations & requirements
Things for my family members
to do
Nightlife activities
Crime & safety
precautions
Outdoor attractions
nearby
Travel advisory
information
F2. When thinking about planning leisure travel in the next 12 months, which, if any, of the following conditions about
the destination influence you? Do these differ from before the pandemic and now
Across the board travelers want more information about the destinations they are considering visiting.
Expedia Group Media Solutions – Traveler Sentiment & Trends 2020/2021
F1. Think about planning leisure travel in the next 12 months, where do you get information? Do these differ from before the pandemic and now?
24% moreOnline Travel
Agencies (OTAs)
20% moreDestination
Sites
16% moreTravel
Advertising
increasingly turning to
online travel sources
for trip planning
Travelers are
- more than pre-pandemic
Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021
F1. Think about planning leisure travel in the next 12 months, where do you get information? Do these differ from before the pandemic and now?
All generations
expect to
increasingly look
to news sources
for travel
informationMillennials rely on news and media
more than any other generation,
pre-pandemic and looking ahead.
42%
49%
44%
40%
33%
53%56%
53%50%
47%
Pre-Pandemic Looking Ahead
Gen Z Millennial Gen X Boomer Silent Gen
Influence of News Pre-Pandemic & Looking Ahead
Pictures, information, and reviews are especially relevant looking ahead
F3. When thinking about planning leisure travel in the next 12 months, which, if any, of the
following influence you? Do these differ from before the pandemic and now?
0%
25%
50%
75%
Pre-Pandemic Looking Ahead
Pictures & information
on destination websites
Pictures & information
on hotel websites
Expert reviews
Reviews from friends
& family
Pictures on social
media
Pictures on online
travel agencies
Travel agency
Pictures & information
on travel advertising
Pictures from influencers on social
media
Social media accounts I
follow
Pictures from friends
& family
Travelers want brands
to take an informative
and professional tone
F5. When deciding on a destination for your leisure travel, what kind of tonality would
you find most appealing from a brand?
16%
18%
23%
27%Informative
Professional
Friendly/Kind
Upbeat/Energetic
Inspire travelers who are still
dreaming and engage those
who may be ready to travel
with content and messaging
highlighting rest and
relaxation.
Information on hygiene
measures and pandemic
protocols should be at the
forefront of brand
communications, supported
by reservation flexibility or full
refunds to provide travelers
with peace of mind.
Use multiple channels—including
news media, travel sites and
advertising—to share reassuring
content, such as messaging and
imagery on social distancing,
reduced capacity, contactless
services, mask use, and hygiene
measures.
Turning Insights Into Action
Rejuvenate
& Recharge
Hygiene &
Flexibility
Reassuring
Content
LookingAhead
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